Cariboo Chilcotin Coast

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REGIONAL TOURISM PROFILE Cariboo Chilcotin Coast APRIL 2013 Overview About this tourism region In 2010, overnight tourism in British Columbia British Columbia’s “Land Without Limits” covers 105,000 km2 of the province, generated 15.7 million person-visits* and $8.1 billion which includes the diverse landscape of three distinct worlds – deserts and in related spending. The Cariboo Chilcotin Coast, sandstone canyons; evergreen timberlands, deciduous woodlands and forests; one of six tourism regions in the province, and ocean fjords, alpine mountains and glaciers. The population, the smallest represents 3% of provincial overnight visitation and resident population compared to other tourism regions, primarily live in the 1% of related spending. small cities and towns in the eastern area of the region, including Quesnel, Williams Lake and 100 Mile House. This profile provides a general overview of the region and summarizes the latest data available % change % change The region 2011 Age groups1 2011 about overnight travellers visiting the Cariboo (2006-11) (2006-11) Chilcotin Coast. Population1 65,598 0.3% 0-19 years 23% -8% Top markets for Cariboo Population as % of BC 1% +0.1 point change 20-44 years 27% -8% Chilcotin Coast Avg annual earnings (2006)2 $23,929 n/a 45-64 years 34% 6% British Columbia residents make up the largest Unemployment rate3 8% +2 point change 65+ years 16% 21%

share of overnight visitation (76%) and spending (54%) in the Cariboo Chilcotin Coast region. Those familiar with the region will not be surprised that Tourism industry 2012 % of BC % change Transportation 2012 German travellers are included in the top markets (2011-12) 4 for visitation and spending, one of two regions that Businesses (2011) 354 2% Airport passengers10 have this market in their “top five” list. Employment (2011)4 1,491 1% Quesnel (2011) 14,095 9% Share in Cariboo Accommodation sector Williams Lake (2011) Top five markets $53,310 2% 35,325 16% Chilcotin Coast revenue ($000s)4 of origin (2010) BC Ferries passengers11 Visitation Spending Room revenue ($000s) 4 n/a n/a Route 40 6,949 6% 1 British Columbia 76% 54% Campsites 5 Highway traffic Private/municipal 1,964 8% volume (000s)12 2 Alberta 6% 19% Provincial6 789 6% Route 20 51 -16% National7 0 0% 3 Washington 3% 5% Route 97 1,049 3% Custom entries8 - 0% 4 Germany 2% 5% Please see page 4 for data sources Visitor centre parties9 39,906 3% *A traveller may visit several locations on one trip to

5 Alaska 2% 2% British Columbia; each stay represents a person-visit.

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Travellers in the Cariboo Chilcotin Coast Trip characteristics by origin The Cariboo Chilcotin Coast received 484,000 overnight On average, domestic travel parties in the Cariboo Chilcotin OVERNIGHT VS person-visits in 2010 and generated over $105 million in related Coast stayed 3.7 nights and spent $77 per night during their trip. SAME-DAY TRAVEL spending. Domestic overnight travellers accounted for 83% of US travel parties stayed 3.2 nights and spent $161 per night visitation and 75% of related spending. International travellers during their trip, and Other international travel parties stayed Same-day travel encompasses accounted for 17% and 26%, respectively. 5.5 nights and spent $109 per night during their trip in the travellers who enter and leave Cariboo Chilcotin Coast region. a destination (i.e. region) in less than 24 hours.

Total % change (2009-2010) Share of total Same-day travellers accounted Overnight Spending Nights Overnight Overnight for 27% of visitor volume and visitors Spending Nights Spending Nights ($000s) (000s) visitors visitors 10% of visitor expenditures in (000s) the Cariboo Chilcotin Coast All travellers in the region. Cariboo Chilcotin 484 $105,301 1,835 15% -1% 8% 100% 100% 100% Coast Traveller volume (Total = 664,000) BC residents 370 $57,185 1,241 24% -2% 18% 76% 54% 68%

Other Canadian 27% 34 $21,604 252 -19% -9% -10% 7% 21% 14% residents 73% US residents 42 $11,089 135 -6% -17% -9% 9% 11% 7%

Other international 38 $15,422 208 1% 44% -8% 8% 15% 11% Same-day Overnight residents

Leisure travellers in Traveller expenditures 280 $75,405 1,252 7% -0.2% 14% 100% 100% 100% the Cariboo Chilcotin (Total = $117 million) Coast

BC residents 204 $40,987 894 18% 1% 22% 73% 54% 71% 10%

*Other Canadian 21 $15,234 152 -25% -17% -21% 8% 20% 12% residents 90%

*US residents 24 $7,603 94 -20% -20% -10% 8% 10% 8%

Other international 32 $11,581 112 3% 58% 52% 11% 15% 9% residents

*Due to small unweighted sample size, please use extreme caution when interpreting.

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Travellers in the Cariboo Chilcotin Coast Accommodation Trip activities Over one-third of all traveller nights in the Cariboo Chilcotin Coast were Overnight travellers who spent one or more nights in the Cariboo Chilcotin Coast spent in the residences of friends and family for all markets of origin. took part in a number of outdoor activities during their trip, including boating, wildlife Approximately one-quarter of accommodation nights by non-British Columbia viewing, visiting national/provincial parks, fishing, and camping. Some cultural activities, residents to the Cariboo Chilcotin Coast were spent camping or in RV parks. including visiting historic sites and museums/art galleries, also ranked as top trip activities among non-British Columbia residents. *Accommodation while in the region *Top activities on the trip BC **Other US Other inter- Primary accommodation residents Canadians residents national BC **Other ***US ***Other

residents Canadians residents international Friends and family 33% 35% 35% 45% Boating/canoeing/ Wildlife viewing or National, provincial National, provincial 1 Hotel 4% 7% 5% 13% kayaking bird watching or nature park or nature park National, provincial Motel 3% n/a 10% 10% 2 Fishing Historic site Historic site or nature park Other commercial fixed 5% n/a 17% 3% Wildlife viewing or Museum or art roof 3 Beach Camping bird watching gallery 15% 23% 26% 25% Camping/RV parks Hiking or Museum or art Museum or art 4 Zoo or aquarium *Please note the sum will not equal 100% for each market as other non-paid accommodation is not included in the table. backpacking gallery gallery **Due to small unweighted sample size, please use extreme caution when interpreting.

5 Camping Camping Fishing Camping Seasonality *Please note that the activities listed could have taken place anywhere on the trip, not just in the Cariboo Chilcotin Coast. Most people travelled in the Cariboo Chilcotin Coast during the peak summer **Due to small unweighted sample size, please use extreme caution when interpreting. months, particularly Other Canadians, US residents, and Other international ***Please note that the following activities were not included in this analysis: visit friends or family, shopping, sightseeing, bar/night club, sport/outdoor activity unspecified. travellers. More British Columbians travelled from October to December compared to other markets of origin, particularly in the month of December. Data sources for travellers in the Cariboo Chilcotin Coast Visitors to the Cariboo Chilcotin Coast by quarter The International Travel Survey (ITS) and the Travel Survey of Residents BC *Other US Other inter- Season of travel of Canada (TSRC) are ongoing surveys conducted by Statistics Canada in residents Canadians residents national partnership with the Canadian Tourism Commission and some provinces, January to March 6% 16% 5% 3% including British Columbia.

The ITS and TSRC provides statistics on the volume and demographics of April to June 28% n/a 24% 29% domestic and international travellers and on characteristics of their trips such July to September 45% 82% 59% 59% as activities, expenditures, places visited, accommodations and length of stay.

October to December 21% 2% 12% 9% The data are based on the 2010 results for those who travelled in Canada and spent at least one night in the Cariboo Chilcotin Coast. For more *Due to small unweighted sample size, please use extreme caution when interpreting. information, please visit www.statcan.gc.ca.

Other data sources are noted where appropriate and listed on page 4.

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Regional comparisons

Total % change (2009-2010) Regional share of total Travel characteristics *Overnight *Spending Nights Overnight Overnight by region visitors Spending Nights Spending Nights ($000s) (000s) visitors visitors (000s) All travellers in BC 15,729 $8,070,235 74,216 6% 3% 3%

Cariboo Chilcotin Coast 484 $105,301 1,835 15% -1% 8% 3% 1% 3%

Kootenay Rockies 1,581 $521,582 5,679 -1% -1% -2% 9% 7% 8%

Northern BC 919 $383,027 3,575 5% -4% -9% 5% 5% 5%

Thompson Okanagan 3,309 $1,098,024 11,932 2% -6% -4% 19% 14% 17%

Vancouver, Coast & Mountains 7,182 $4,086,981 34,703 11% 10% 9% 42% 54% 48%

Vancouver Island 3,736 $1,435,306 14,577 4% -0.1% 5% 22% 19% 20%

Leisure travellers in BC 8,286 $4,565,658 36,009 4% 2% 3%

Cariboo Chilcotin Coast 280 $75,405 1,252 7% -0.2% 14% 3% 2% 4%

Kootenay Rockies 1,072 $401,642 3,826 -4% -0.2% -2% 12% 9% 11%

Northern BC 442 $204,415 1,839 12% -4% -2% 5% 5% 5%

Thompson Okanagan 1,799 $727,122 6,545 3% -3% -1% 19% 17% 19%

Vancouver, Coast & Mountains 3,669 $2,066,686 13,787 9% 10% 8% 40% 47% 40%

Vancouver Island 1,975 $876,645 7,462 0.1% -2% 3% 21% 20% 21% *Please note the visitation of all regions will not equal the provincial total as travellers can visit multiple regions on one trip and the spending of all regions will not equal the provincial total as the “unspecified” region is not included in the table.

Sources For more information, please contact: 1. 2011 Census, Statistics Canada 7. Parks Canada Destination British Columbia 2. 2006 Census, Statistics Canada 8. Statistics Canada Cariboo Chilcotin Coast 3. BC Stats 9. Destination BC Tourism Association Research, Planning & Evaluation 4. Tourism Statistics, BC Stats 10. Individual airports Email: [email protected] Email: [email protected] 5. Destination BC 11. BC Ferries Phone: 250.392.2226 Phone: 1.877.877.8811 6. BC Parks 12. BC Ministry of Transportation Websites: Website: www.landwithoutlimits.com(corporate) www.DestinationBC.ca/research.aspx Data tables are based on Statistics Canada microdata which contain anonymised data collected Facebook: in the Travel Survey of Residents of Canada (pooled) and/or the International Travel Survey 2009/2010. All computations on these microdata were prepared by Research Resolutions & www.facebook.com/CaribooChilcotinCoast Want more information? Consulting Ltd. on behalf of Destination BC and the responsibility for the use and Twitter: Please email “subscribe” to interpretation of these data is entirely that of the author(s). www.twitter.com/CarChiCoa [email protected]

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